By  on May 9, 2012

Underwear firm 2(x)ist is on the fast track to becoming a multicategory men’s lifestyle brand, starting with the debut of timepieces later this month.


After revealing its expansion into swimwear and dress and athletic socks in the past year, the company, which industry experts estimate will reach about $100 million in sales this year, wants to try its hand in the ever-growing accessories market. The brand, which has seen its overall business grow nearly 25 percent year-over-year for 2010 and 2011, expects to follow on the same trajectory for 2012, said Joey Harary, chief executive officer of Moret Group, parent company of 2(x)ist.

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